Robert Zajonc (pronounced ZYE-unts) was an American social scientist who explored the interplay between feeling and thought—between emotion and cognition.

He was interested in determining which influenced the other more strongly.  On balance, he came down on the side of emotion.

He was best known for establishing what he called “the mere exposure” effect.  In this experiment, he showed subjects a series of random shapes in rapid succession—so rapid that they could not possibly tell if any were repeated.

When subjects were later asked which shapes they found most pleasing, they reliably chose the ones to which they had been exposed the most often, though they had no conscious awareness of the fact.

Familiarity, in other words, breeds a kind of affection, an established truth that has, ever since, encouraged advertisers to repeat themselves.

Speakers can do the same.  Find a phrase, an image, or a single word to weave throughout your talk. 

“I have a dream,” is such a phrase.  “Of the people, by the people, for the people,” is another.  And the current American President, Mr. Obama, has been repeating the word, “Responsibility,” perhaps to defuse the charge that he’s bailing out reckless banks and irresponsible people.

“Every word uttered strikes a note on the key board of the imagination,” said Ludwig Wittgenstein. 

Choose the words or phrases to repeat so that your audience will remember your message with affection.

Sims Wyeth is a speech coach in Montclair, NJ specializing in presentation skills and public speaking training in order to give accomplished people the knowledge and skill they need to become accomplished speakers. Learn more public speaking tips at www.SimsWyeth.com.

Hamlet is the Prince of Denmark in Shakespeare’s play called Hamlet, written around 1603.   He hires a bunch of actors to put on a play that he’s written, and he gives them coaching on how to speak their lines.

Four-hundred and six years later, what he says remains good advice for a presenter too.  Look how he’s telling them to speak clearly—“don’t talk as if you had marbles in your mouth,” he’s saying.

Also, he warns them not to wave their hands around too much because while passion is a great thing in a speaker, too much passion damages their credibility and distracts the audience from what they’re saying.

Here it is:

“Speak the speech I pray you as I pronounced it to you,

trippingly on the tongue; but if you mouth it as many of your players

do, I had as lief the town-crier spoke my lines. Nor do not saw the

air too much with your hand thus, but use all gently; for in the

very torrent, tempest, and, as I may say, whirlwind of your passion,

you must acquire and beget a temperance that may give it

smoothness.”

Hamlet, by William Shakespeare

Act 3, Scene 1

Go to executivespeechcoachny.com to see more ancient wisdom from a speaker coach who was actually a Prince.

Sims Wyeth is a private speech coach in Montclair, NJ specializing in executive speech coaching and public speaking training in order to give accomplished people the knowledge and skill they need to become accomplished speakers. Learn more public speaking tips at www.SimsWyeth.com.

The paradox of effective speaking is that when you focus on the information needs of your audience, your needs for recognition and respect are fulfilled.

However, when you focus on your own needs to tell them everything you know, regardless of their interest, their willingness to listen and respect you as an expert is damaged by–well, too much talking about what’s in your head, and not enough talking about what’s in theirs.

They therefore think less of you. Thus, paradoxically, when you focus on your own needs, you damage your audience and yourself.